Summary
Surprisingly, the stage at Vogue World 2026 was not reserved solely for regular luxury brand faces. At the event hosted by Prada, Japanese public figures such as XG, CHISA and COCONA took the stage one after another, marking a moment when Japan's presence was etched into a major overseas event. Vogue World, long described as a "celebration of international celebrities," now connects with Japanese pop culture, so the fashion industry's buzz focused on this single point. Meanwhile, on the same day, ASICS was quietly gaining momentum. Its special collaboration model with emmi was discussed in the context of autumn-winter sneakers and drew attention with a "high-sensitivity everyday wear" angle that contrasts with the luxury frenzy.
Details
In the watch industry, the new Astron model unveiled by Seiko Watch on September 10 once again demonstrated the strength of Japanese watchmakers. Its development approach, centered on GPS solar technology, resonates with audiences who value technical accumulation over flashiness. In response, Casio released new CASIO CLASSIC models in advance, seeking to attract a different fan base despite being a fellow domestic player. On one side, watches rooted in tradition and precision mechanics; on the other, timepieces blending street style with retro design. These two companies' moves highlight that Japan's wristwatch market is anything but monolithic. In bags and accessories, BAO BAO ISSEY MIYAKE launched new products, bringing renewed attention to its distinctive geometric silhouette. Described right after launch as an "evolution of an iconic design," it has excited those seeking minimal yet playful items. Among leading affordable brands, GU made headlines with its collaboration with ROKU. Maintaining design quality while operating as fast fashion, a strategy GU has refined over many years, worked once again. In the underwear category, two contrasting moves took place. PEACH JOHN spread buzz by launching a new non-wire bra, while HIMICO released its 040 series on September 11, demonstrating its appeal in online sales channels. The simultaneous activity of these two players, which differ in price range and brand image, heightened interest in the underwear market itself. In sports, adidas secured continuous exposure through its autumn-winter golf collection and a feature campaign with ABC-MART, showing its reach across broad generations. In youth fashion, HARE's September 28 statement about fully pursuing overseas expansion was symbolic. Domestic brands looking toward overseas markets is a development not to be overlooked when predicting future trends.
- 1Surprisingly, the stage at Vogue World 2026 was not reserved solely for regular luxury brand faces.
- 2In the watch industry, the new Astron model unveiled by Seiko Watch on September 10 once again demonstrated the strength of Japanese watchmakers.
- 3PEACH JOHN spread buzz by launching a new non-wire bra, while HIMICO released its 040 series on September 11, demonstrating its appeal in online sales channels.
- 4In youth fashion, HARE's September 28 statement about fully pursuing overseas expansion was symbolic.
- 5At the event hosted by Prada, Japanese public figures such as XG, CHISA and COCONA took the stage one after another, marking a moment when Japan's presence was etched into a major overseas event.
Conclusion
Looking at all this, today's Japanese fashion scene shows "global glamour" and "steady domestic craftsmanship" advancing side by side on the same stage. While Japanese faces join international events such as those symbolized by Prada, domestic brands like ASICS, Seiko Watch and Casio are firmly establishing their presence in their own arenas. The simultaneous moves of players with different pricing and brand philosophies in underwear and fast fashion reflect how much broader consumer choice has become than ever before. A day where dazzling international events intersected with solid craftsmanship once again revealed the depth of Japan's fashion market.